Invisible Man
Full-service agency Innocean and The 100% Project have revealed the results of an 18-month research project exploring the representation of masculinity and masculine archetypes in the media.
The research kicked off in July 2023 and had a focus on the portrayal of men in media, particularly looking at how archetypes impact public perceptions of masculinity, mental well-being, and gender equity as well as how men in leadership are depicted.
It also explored long-standing male archetypes and how they influence gender equity in society, at work and in leadership.
The results showed that greater media consumption was associated with feeling increased pressure to conform to long-held male archetypes and five key themes emerged:
1. Men aspiring to be Honourable and Noble
2. Men are Portrayed as Unemotional
3. The Desire to See Normal Men
4. Portraying Contemporary Families
5. Men are Complex & Dynamic
The results were presented by Kat Stevenson and Lillian Starling on behalf of The 100% Project, followed by a panel discussion with Chris Allan, Connections Director of Lion Co., Nova 96.9 radio host Ryan ‘Fitzy’ Fitzgerald, moderated by Innocean Australia CEO Jasmin Bedir.
The 100% Project chair Jane Hill said the research shows a clear need to foster more positive, diverse representations of men and masculinity.
"The current models are being rejected by many men who want to see better representation of men who reflect them and who they are," Hill said.
Nova 96.9 radio host Ryan ‘Fitzy’ Fitzgerald said traditional versions of what it means to be a man and father are not really working for men.
"They definitely don’t work for me. Real masculinity for me is about being vulnerable, present and open," Fitzgerald said.
"It’s about breaking through those dated stereotypes, so we can build healthier relationships with our partners, our kids and ourselves.”
Lion connections director Chris Allan said how the media portrays the ‘modern man’ simply has to evolve - stuff the stereotypes, times have changed.
"Brands and advertisers need to be willing to break the shackles of traditional masculine archetypes to deliver richer and more relevant expressions of men in the world today," Allan said.
Innocean Australia CEO Jasmin Bedir said she believes that it is her generation's responsibility to redefine aspirational culture for future generations.
"With the current discourse around masculinity and DE&I, it is our job as an industry to ensure that media and marketing reflect the evolving role of masculinity in modern society, for the better," Bedir said.
"We strongly believe that Media and Marketing can shape the men of tomorrow by creating new, positive and aspirational archetypes that bring masculinity forward, not backwards.”
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